Improving and tracking online customer satisfaction

Volkswagen is a German Automotive. Established in 1937, Volkswagen is the top-selling and namesake marque of the Volkswagen Group, and is now the second-largest automaker in the world. Volkswagen has three cars in the top 10 list of best-selling cars of all time: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat.

The Challenge

Volkswagen introduced a number of environmentally friendly cars to the market under the name Volkswagen BlueMotion Technologies. For the new product line a new website was launched. Given the fact that BlueMotion Technologies’ digital channels are still relatively new, there is always the risk that parts of the website may not work properly and there is always room for improvement.

Volkswagen chose Mopinion to identify issues at an early stage with a focus on improving the user experience for visitors.

With the insights gained from real-time customer feedback reports provided by Mopinion, Volkswagen was able to continuously monitor and react to the needs of website visitors to optimise the experience and earn loyal customers.

Solution

To improve their website Volkswagen chose to capture feedback data with the Mopinion platform. The Mopinion data collection tools make it easy for visitors to give up-to-the-moment feedback on every web page whenever it best suits the visitor and when it is most relevant and convenient for them. Event driven feedback forms are triggered when the software detects exit behaviour or other odd behaviour during their online experience. By asking specific questions in the feedback form Volkswagen managed to retrieve the customer sentiment of BlueMotion Technologies. The feedback forms were fully customisable to the requirements of Volkswagen in terms of feedback metrics and research design.

Results

The uses of the Mopinion Digital Insights Reports were considered a huge success by Volkswagen. Also, a lot of issues were discovered and addressed for the website such as broken links and missing or unclear information and website features that were previously overlooked.

Volkswagen sees clear progress in the feedback responses received through the Mopinion platform. Online customer satisfaction is still improving and while Volkswagen is using the valuable insights provided by the feedback reporting platform, the number of complaints and negative feedback continues to decrease.